Turning Proposal Templates into a Conversational Proposal Generator

A full-service marketing agency serving mid-market B2B clients.

Proposal creation was a major bottleneck—each custom proposal took 3-4 hours to write, requiring sales reps to manually extract insights from discovery calls, reference past successful proposals, and ensure brand/template compliance.

This created inconsistency across proposals, delayed response times (often 3-5 days from call to proposal),

Ghost Team built a custom MCP server that transformed proposal creation into a conversational workflow. We integrated with their call transcription service (Fireflies.ai) to automatically extract client requirements, pain points, and desired outcomes from discovery calls. The MCP server connected to their knowledge base including 200+ past proposals, case study library, service catalog, pricing matrices, and brand guidelines stored in Notion and Google Drive. We designed conversational tools that could generate proposal sections—executive summaries, scope of work, case studies, pricing tables—by intelligently combining call transcript insights with relevant company knowledge while adhering to their brand voice and template structure. The system included interactive UI components for reviewing and refining each section, with real-time brand compliance checking and suggestion capabilities. Sales reps could now have a conversation: "Create a proposal for the retail client from yesterday's call, emphasize our e-commerce experience, include the pricing tier for 6-month engagement" and receive a complete, on-brand proposal draft in minutes.

Proposal creation time dropped from 3-4 hours to 15-20 minutes—a 90% reduction—allowing sales reps to send proposals same-day or within 24 hours of discovery calls.